Sogrape Announces Launch of Mateus Dry Rosé
SOGRAPE ANNOUNCES LAUNCH OF MATEUS DRY ROSÉ
Portugal’s famed producer introduces new vintage wine for the US market that harks on a prominent history to redefine the shape of Rosé
New York, NY (DATE 2/28/20) | Beginning spring 2020, Sogrape, Portugal’s most prominent family-owned wine producer, will launch Mateus Dry Rosé from the 2019 vintage. From its provenance to its unique bottle design, this wine pays homage to an innovative brand and its history, which led to Mateus’ 20th century cult-like following, while at the same time redefining the brand, with a new style of wine, new branding and packaging and a new ambition for the US market. The launch of the 2019 Mateus Dry marks the beginning of Mateus’ reinvigorated U.S. journey to deliver a wine that embodies the New Shape of Rosé.
From the visionary mind of Fernando van Zeller Guedes, Mateus – a Rosé style wine – was born in 1942. The new wine category was developed alongside a creative brand identity that included a design forward bottle – inspired by flasks worn by soldiers during World War I – and a unique label that provided a link between product and provenance. These elements became distinctive features of Mateus, establishing it as a powerful global brand distributed in over 120 countries around the world.
Harking on this pioneering spirit and over 75 years of history, the new Mateus Dry Rosé is made from Baga and Shiraz grapes to deliver a dry Rosé with a pale pink color, a bouquet of alluring floral notes and lively red berry fruit flavors on the palate. The new bottle shape, which is taller, gently curved and dons a contemporary silver label featuring the vintage – modernizes the original design. This new evolution of Mateus with its contemporary, lifestyle positioning is designed to attract and engage a new generation of wine consumers.
“For all that it represents, Mateus is the crown jewel for Sogrape. It is the past, the present and the future that has led us to where we are, and it promises to take us even further. The launch of the 2019 Mateus Dry Rosé is yet another act of courage in the history of our family’s most iconic brand, one that has always been innovative and ahead of its time,” comments Fernando da Cunha Guedes, President of Sogrape.
“We are delighted to be introducing the new Mateus Dry Rosé to the U.S. says Stephen Brauer, CEO of Evaton, Inc. “Mateus is the most celebrated name in the Portuguese wine category and with the growing popularity of Portugal, this is the perfect time to relaunch and rejuvenate this iconic wine.”
Starting in the spring of 2020, Mateus Dry Rosé 2019 vintage will be available at wine retailers across the U.S. (SRP: $12.99/750ml) as well as in restaurants and bars.
Mateus was born in 1942 from the idea of a visionary man, who created a pink colored wine launched in a bottle inspired by the flasks used by soldiers in the First World War.
From Portugal to the world, Mateus soon became a global reference, with consistency in quality as a premise. More than 75 years have gone by but Mateus believes in reinventing the rose category, by offering refreshing and fruity wines and promoting a diversity of easy-drinking experiences – all day Rosé.
With presence in over 120 markets and 20,000,000 bottles sold annually, the brand dreams to intrigue new consumers worldwide and make Mateus a part of popular culture again!